Tech-Based Firm Makes Fun of Engineers -- Not Cool

InVisage Technologies Inc. is a fabless semiconductor company developing a quantum-dot-based film material to enable more efficient light capture in image sensors. So why would it make a video that derides the communications skills of engineers?

InVisage Technologies Inc. is a fabless semiconductor company developing a quantum-dot-based film material to enable more efficient light capture in image sensors. So why would it make a video that derides the communications skills of engineers?

It is a promotional video described as an introduction to the company's QuantumFilm. The approach is to have someone acting the part of an engineer begin an introduction to the subject and then be talked over by an inset commentator who provides an alternative, dumbed-down version, along with remarks about how the engineer is making it boring.

That alternative introduction is so basic as to be almost worthless, except to give the vague impression that QuantumFilm is a good thing, according to InVisage. For the engineer, or journalist, who is looking for information, that is both frustrating and mildly offensive.

Am I being oversensitive?

Like many around the world, I enjoy the adventures of Drs. Sheldon Cooper and Leonard Hofstadter on the television show The Big Bang Theory That too dwells on the social inadequacies of various scientists benchmarked against the behavior of the normal Penny.

Like many around the world I enjoy the adventures of Drs Sheldon Cooper and Leonard Hofstadter in The Big Bang Theory television show. That too dwells on the social inadequacies of various scientists benchmarked against the behaviour of the "normal" Penny.

So what is the difference? The primary difference is that The Big Bang Theory is entertainment. It has no remit to inform or educate. And, in any case, the number and variety of scientists depicted in the show provide a rich tapestry that ultimately makes the point that scientists make a difference in the world by extending human knowledge.

Nothing much changes. Perhaps used more in the UK and not so much in used in North America and the US the words "Backroom Boys" and more frequently a word used earlier times "Boffin" were terms used to put engineers and scientists in their place. Perhaps "Nerds" is the modern version.

catering directly to Consumer demand for Cars, Electronics, Software Apps whatever, they will have to take a back seat as Presenters because they speak a different language than the average consumer. In fact making fun of Engineers, as this Ad seems to be doing, could be a Marketing trick to actually denigrate Engineers, so as to break down the average consumer's fear of new technology.

Perhaps a Engr. to Engr. business ( like Semiconductor Co.s in contrast to Box Builders incl. Apple ) will have different priorities and Marketing strategies. Sales presentations in those E-E businesses will not have to be dumbed down or make fun of us nerds in order to sell.

I will share my exoerinece as an engineer presentor a few decades back.

Our company was launching our new interactive TV. As a lead engineer on that project I was the most knowledgeable person to talk about that product in front of the press , compared to our marketing guys. So I was entrusted with the demo and the associated talk in the first press conference .

It was surely not impressive , which I learnt after reading the press reviews the next days.

So as engineers we must admit that being knowledgeable does not necessary means, we have the requisite presentation skills.

Not sure it's a good idea to exploit stereotypes in advertising - or to try to create them.

On the other hand, Apple has spent billions to get 5th graders to say 'Windows S___s' - and that works, to a point.

Many engineering programs pass over the liberal arts. I won't go into the Trivium or Quadrivium - groupings of skills dating to the Medeval period and the development of the University as an institutuion - but speaking, writing and an understanding of history are skills that have a much longer shelf life than many of the devices and techniques taught in standard engineering cirricula.

I would suggest that the ability to talk yourself out of a layoff is more useful than understand three year old SoC design techniques. But then I have never been in that position.

This is a new trend in advertising - create controversy. In this way that get much more attention as compare to normal advertisement. Nothing wrong. Goal for this film was to promote product. They achieve goal. Good work.